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Final

MKC3140 Study Guide - Final Guide: Scenario Analysis, Swot Analysis


Department
Business - Marketing - MKC
Course Code
MKC3140
Professor
Felix
Study Guide
Final

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MKC3140 Strategy Notes
Downsizing and Divesting older businesses
Companies must carefully prune, harvest, or divest tired old
businesses
To release needed resources for other uses and reduce costs
Organization and Organizational Culture
A company’s organization consists of its structures, policies, and
corporate culture, all of which can become dysfunctional in a rapidly
changing business environment
Corporate culture: “The shared experiences, stories, beliefs, and norms
that characterize an organization”
Marketing Innovation
Innovation in marketing is critical
Employees can challenge company orthodoxy and stimulate new
ideas
Firms develop strategy by choosing their view of the future
Scenario analysis
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